Choice Confidence

What it measures

A three-item likert scale designed to measure the degree to which a person is sure that, during a recent purchase experience, the product that was selected met his/her needs.

Response format

9-point Likert (1=strongly disagree, 9=strongly agree)

Scale items

• It was impossible to be certain which product fit my preferences best. (R)
• I felt confident when identifying one product that best matched my preferences.
• I was convinced to find a product that best fulfilled my needs.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Factor analytic procedures were used to support the scale's structural validity.

Citation

Heitmann, Mark, Donald R. Lehmann, and Andreas Herrmann (2007), “Choice Goal Attainment and Decision and Consumption Satisfaction,” Journal of Marketing Research, 44 (2), 234-250.

Keywords